Building upon its legacy as a lifestyle brand, COOLA aims to showcase its expertise and superiority in SPF through its brand-new look, which conveys a focus on efficacy and innovation. The iconic and cult-classic packaging of COOLA, originally designed to represent its organic and lifestyle positioning when the brand first launched, has undergone a refresh to reflect the brand’s growth strategy over the last five years, which prioritized its innovation-led premium skincare segment.
The brand refresh incorporates the iconic gradients from COOLA’s award-winning face products and its signature Pacific Ocean blue across its full portfolio. By unifying and simplifying its packaging across portfolio segments, yet embracing its heritage, COOLA aims to break through retail shelves and bring the brand to life.
COOLA’s new tagline, “SPF Perfected™,” represents the brand’s mission to create the healthiest, clinically effective SPF with a pleasant feel, encouraging consumers to wear it every day. According to Christina Peng, CMO of COOLA, “At COOLA, we consider ourselves ‘Serious about Sun™,’ which embodies our lifestyle but also highlights the importance we place on science and innovation. Creating an effective formula that feels the way our products feel requires extensive research and expertise. However, being serious about science doesn’t mean we can’t enjoy the sun. Ultimately, we aim to create the best skincare products that consumers can trust, taking on the hard work so they can focus on the things that matter most in life.”
In addition to the new look, COOLA is making a greater push for sustainability in its packaging, using more post-consumer recycled material in its tubes and eliminating boxes whenever possible. The brand remains committed to staying green, working closely with farmers to ensure organic and sustainable farming practices, preventing waterway pollution and soil erosion caused by conventional farming systems, and mitigating the effects of climate change.
In every formula, COOLA incorporates as many sustainably farmed, certified organic ingredients as possible, with at least 70% of each product containing organic ingredients. As consumers become increasingly conscious of the importance of clean, organic products, COOLA’s dedication to staying true to its organic mission remains at the heart of its brand identity.
The story of COOLA began when its founder, Chris, was living in Hawaii and his parents were both diagnosed with melanoma. Inspired by the healthy lifestyle around him, he sought an effective, organic sunscreen that felt pleasant enough to use every day. Unable to find what he was looking for, he created COOLA, which today is sold in over 40 countries, redefining and elevating organic beauty.
